How to Use Dynamic Content to Boost Conversions

Introduction

I want you to imagine for a second what would happen if we could convert more people into customers by creating personable and engaging content.

Imagine having an online experience where your customer feels like they are talking to a friend, not a business. Now picture those conversions increasing by 30%.

What Is Dynamic Content?

Dynamic content is a term used for content that is updated automatically based on user signals. It can include adapting content based on user demographics as:

• Geo-location
• Buyer personas 
• Pages they visit
• Products they add to the cart
• How long do they spend on site

Dynamic content is the next step in website personalization, which has been around for a few years. It is made possible by technological advancements and the ever-growing availability of customer data. Dynamic content is designed to provide a more personalized experience for users and results in increased conversions by up to X%.

An example of this is an online store. When new user goes to the homepage, they will see different products than a repeat user. 

Dynamic content refers to various media that can be tailored to different purposes. You can use it in multiple media channels as:

• Web content
• Emails
• Social media posts

Dynamic Content vs. Static Content

Dynamic content is created on the fly, usually in response to user signals such as in-session behavior, user data, and user characteristics. Static content, on the other hand, is not personalized and is usually created once and left unchanged.

In-session behavior: Adapt content based on what pages they visit

User Data: Change content based on past purchase history etc.

Static websites do not recognize user behavior and change to be personalized. Pages you visit that don't change based on your past behavior, such as eCommerce sites that don't give you suggestions and marketing emails that don't mention you by name. Static pages take less time to create

What Are the Benefits of Dynamic Content?

More Personal

In the current day and age, customers are more demanding than ever. They want a personal experience with the brands they interact with, and this is especially true when it comes to making a purchase.

Today brands should have the characteristics of dear friends, someone people trust and relish listening to. The great brands strike a personal chord with you. They educate you and make you feel better, different, and more confident.

To create trust, companies need to provide a personalized experience tailored to the customer's needs - that can be difficult to do if you have a large customer base.

However, as long as you have the resources (such as qualified employees) and can track customer behavior, it is possible to provide a top-notch personal experience.

Dynamic content is personal, relevant, and timely. It's no wonder it contributes to positive relationships with brands- after all, who wouldn't want to be important?

Improved Content Experience = Longer Time On Page

As we all know, Google uses various signals to rank pages. One of the most important is how long users spend on a page. The longer someone spends on your page, the better it is for your ranking. It makes sense - if people find what they're looking for and stay around to read more, that's a good sign for Google.

Dynamic content is one way to keep users engaged and on your page longer. So, if you can provide fresh content, visitors will stick around. And as we all know, algorithms understand that the environment is attractive. That means if peoples spend a lot of time on your page, the algorithm will see that as a positive signal and increase your ranking accordingly.

Better Leads and Conversion Rates

Dynamic content is essential for getting better leads and conversion rates. It personalizes the web experience for each visitor, making it more relevant to their needs. Additionally, dynamic content is better qualified and is based on actual user behavior rather than simple browsing history data. As a result, the first impression of a website - and its ability to convert visitors into customers - is greatly improved.

What Are Types of Dynamic Content?

1. Dynamic Email Content for Email Personalization

Dynamic content is integral for every brand with an active online presence.

One example of intelligent email database curation is Netflix. They track how long someone has been subscribed to the service, the products they own, and their viewing history to send relevant newsletters with customized offers.

If someone has just registered for an account, the site might send them event invitations via email tailored to their location. That way, they don't have to worry about converting their time zone into the correct format – the invitation will already be in the right time zone!

Personalized email greetings are also a common type of dynamic content. When you log in to your account, the website receives user data: such as the history of account activity, preferences shown when logged in, type and level of product subscription, etc.

Depending on that information, you can send personalized emails and offers to your customers.

CTA examples: When a user completes an action on the site as completing a purchase, renewing an account, or learning more about an article, they might see a CTA (call-to-action) that's specific to them.

For example, if you've just completed a purchase on E-bay, you might see a "thank you" message with a CTA asking if you'd like to review the product you've just bought.

2. Landing Pages

A Dynamic landing page is a variant of the traditional "landing page" that provides visitors with an engaging experience. It includes different options for how to interact with your website and content by using a form of data compression.

A dynamic landing page displays different content and messages depending on specific data: locations, keywords, etc.

Landing pages are a critical part of any online marketing campaign. They serve as the first point of contact for potential customers. Therefore, it must be effective in persuading people to take action (such as subscribing to a mailing list or buying a product). There are two main types of landing pages: static and dynamic.

So, dynamic landing pages change the headline or copy to match what people search for.

Static landing pages remain the same regardless of what people search for. Dynamic landing pages change their content to match what people search for. It is done through the use of keywords and other tracking mechanisms. Dynamic landing pages are often used in PPC campaigns, where the ad group, ad copy, and specific search terms all need to be matched.

3. Blogs for Web Personalization

Dynamic blogs are interactive and can be changed or updated based on category, date, tags, etc. Also, dynamic contents fit several devices: desktop, mobile, and tablet. It is displayed properly in any format and screen size.

So, the goal of a dynamic blog is to provide a seamless user experience and make content consumption convenient by filtering options.

4. Search Engine Ad Campaigns

Dynamic Search Engine Ad Campaigns are an online advertising technique that allows advertisers to target the right audiences with their ads based on search engine keywords. Companies can creatively market their products and services to a specific audience rather than just relying on text-based ads.

5. Dynamic Content Pop-Ups

Dynamic ads change and occur on the website to adapt different promotion tactics for users. Rather than presenting the static banners across all channels and every user, it is based on dynamic tactics and provides a personalized user experience.

How Does Dynamic Site Work?

A dynamic website changes content depending on several factors. It can be as simple as displaying different ads to different users, or it can be more complex, like adapting the layout or design of the page based on user preferences.

One of the great things about dynamic websites is that they display unique content each time the user views them. So, no two people will see the same thing when they visit your site - which can make for a more engaging experience overall. Additionally, it helps reduce the server load time since there's no need to generate and serve up static pages every time someone visits your site.

What Are Dynamic Website Elements?

1. Changing of Format According to Screen Size

Dynamic website development allows a page to scale well on any display. With this approach, you can control how your site looks on different devices by specifying different rules for different screen sizes and resolutions. For example, you could make bigger fonts on a mobile device while keeping the same layout as on a desktop computer.

2. Changing Language Based on Location

Dynamic website elements allow you to change your website language based on the visitor's location. It gives your website a more personalized experience with content that culturally and linguistically fits with visitors' native language.

3. Personalized Recommendations by Lastly Viewed Actions

If you visit ebay.com and then view products in their store, eBay will remember what you checked and give you product recommendations based on your interaction.

This approach is customer-oriented as you would not have to spend extra time browsing the website, opening the category, or searching for related products. So, no more repeated action! Everything will be in front of you.

Best Practices for Dynamic Content Marketing Success

Meet Your Buyer Persona

To pave the way to personalized marketing, you should first create buyer personas. A buyer persona is the fictionalized character of your ideal customer.

So, create the buyer persona profile by measurable data and customer behavior. Only that way, you will have personalized direction with your clients.

So, everything starts from the research: 

• Contact your customers to receive feedback and use online surveys and social media to better walk in the audience's shoes.
• Refer to social listening tools 
• Identify their interaction with your website: time on page, bounce rate, which devices they use, etc.

Then, try to patronize your data based on demographics such as age, income, pain points, experience, education, etc.

Competitor Research

Competitors likely have already spent time and resources gathering this data. So it's crucial to study what they're doing and how they're targeting demographics. But don't forget - you have a unique selling proposition that can differentiate you from the competition!

• Observe how they personalize their website's dynamic content.
• Check competitor's email marketing approach.
• Research their landing pages.
• Review competitor's search ads.

Prioritize Your Marketing Goals

What is your marketing goal? Probably it is the revenue growth.

After that, select the deliverables that are most important for your brand at this moment.

• Is it improving email conversion? Then you might need to personalize your email marketing efforts more.
• Is it traffic generation? Then maybe you should invest in SEO-oriented content more.
• Is it a better ROI for paid promotions? Then opt for dynamic content text ads or banners.

Dynamic Content for Email Marketing Campaigns

Dynamic content is one of the most crucial tools in an email marketer's toolkit. It helps to increase conversions by providing relevant and personalized content to subscribers. Three main elements make dynamic content effective.

1. The sender should be a person - email boxes are full of messages, and if someone opens the mail that looks spammy, it will be ignored automatically. Plus, actual persons are more appealing and deliver the human touch that breaks the digital barriers.
2. Timing and relevancy - If your email does not have catchy content and subject line, it is destined for a low opening rate. Meet your audience to deliver content that resonates with buyers' journeys. Let's say customers search for a specific topic or expert solution on your website, craft a timely email and satisfy their intent.

Dynamic Content in Personalized Banners

Demographic

When creating a banner ad, it's crucial to tailor the messaging to the age group of your target audience. Let's say you are a fashion designer and made the cloth design based on the interest of specific age groups. After that, you create the banner that suits this age group with visuals and messaging, and you will get a great return on investment.

Behavior

A behavioral banner is a banner ad that tracks user behavior and then provides relevant content based on the specific actions of users.

Behavioral banners are designed to track a person's movements across the website and serve up specific content based on what they've already seen. In an ideal world, these banners would be used to build a marketing campaign that successfully leads people towards conversions.

When you're browsing the internet, you may have seen ads that seem to follow you around. These are called behavioral ads and are a great way to get your product in front of the right audience. However, they can also be creepy if done wrong.

Dynamic Content in E-commerce Stores

Product Recommendations

Product recommendations e-commerce is a marketing strategy that aims to drive products toward customers who are most likely to purchase them. It is done by identifying the best/most attractive product for a particular customer based on previous purchases, demographics, and the location of the person making a purchase.

Personalized Offers

Personalized offers are the most effective ad format for e-commerce websites. Personalized offers are delivered through email, banner ads, or social media posts in real-time. So, your website is always up to date with the latest products.

Personalized offers are a great way to generate sales and increase engagement as they allow your customers to interact with you. They contain an individual coupon code or a deal.

Examples of Personalized Brand Websites

Netflix

Netflix is a good example of a personalized website. They use an advanced product recommendation engine to help customers navigate through a gazillion of movies and shows available. The formula behind their success is using categories to group titles into. For example, under the Comedy category, they have sections for romantic comedies, raunchy comedies, family comedies, etc.

Netflix personalizes what movies and tv shows are based on previous viewing history. So if you've been watching a lot of drama lately, they'll put those front and center when you log in next time!

YouTube

Your homepage is the first thing you see when you open YouTube. It's a personalized page that shows your subscriptions, recommended channels, and recent activity. The Up Next panel appears when you're watching a video. It recommends other videos to watch based on what you've just seen.

Ecommerce Stores - Amazon, eBay, etc

All the successful e-commerce stores - Amazon, eBay, etc. They offer personalized recommendations, special offers, and behavioral ads to make customers' buying process convenient.

Conclusion

If you want to use dynamic content to boost conversions, then you need to make sure you're using high-quality content. That's where greatcontent comes in.

We offer a marketplace of top-notch content from writers who know how to create engaging, dynamic content that will help you increase conversions.

Contact us now

Dynamic Content F.A.Q